Gareth Bale fronts £4m 'I believe' Lucozade campaign

Lucozade Sport is launching a £4m campaign to educate consumers about how the brand can help improve people's sports performance, with the help of brand ambassadors Gareth Bale and Alex Oxlade-Chamberlain.

The 'I Believe' work uses the strapline, "Hydrates and fuels you better than water," across close-up images of the two footballers, to push owner GlaxoSmithKline's (GSK) association with sport.

The campaign, created by Grey London, launches later this week and will run across TV, digital and press platforms, including sampling activity.

It launches with ambassador Bale a hot topic in the sports world, with reports linking the Tottenham Hotspur star with a record £85m transfer to Spanish club Real Madrid.

Both Bale and Oxlade-Chamberlain are being used in the campaign to support the claim that Lucozade Sport helps sports participants across the UK to improve their endurance performance, by drinking the soft drink instead of water before and during matches.

Steven Spinola, senior brand manager at Lucozade Sport, GSK, said: "The ‘I Believe’ campaign will bring the Lucozade Sport 'Hydrates and fuels you better than water' claim to life and reinforce how we are combining our scientific expertise with product innovation to help athletes across the UK and Ireland to reach their sporting potential through nutrition."